In January 2023, I flew to New York to attend Kingpins, the world's largest sustainable denim trade show. I didn't go with a finished plan—just a lot of questions. That trip introduced me to the world of denim manufacturing and helped me realize this wasn't a fashion problem; it was a product problem. Women’s bodies change constantly, yet most jeans are designed to fit only a single moment in time.

Over the next year, I immersed myself in denim development. My house filled with fabric swatches as mills mailed samples back and forth. I partnered with a former Levi's designer to begin developing the concept and evaluating countless fabric options, construction techniques, and fit approaches in search of a solution that could deliver both comfort and a premium denim look

Once the concept was established, I focused on perfecting the execution. I worked through six rounds of prototypes and hosted extensive fit sessions to understand how the jeans performed on different body types. Alongside a technical designer from Athleta, I refined everything from the waistband construction to the fit and recovery of the denim, making improvements with each iteration.

The final year was dedicated to preparing for launch. I went through two manufacturers before finding one capable of producing the jeans to the quality standard I envisioned. After 3.5 years of development, I launched on Kickstarter in February 2026 and generated more than $10,000 in preorders within 72 hours. Women immediately responded with comments like, “I wish I could take these home today.”